Create custom funnel reports

Analyze conversion rates between stages with custom funnel reports. You can choose between lifecycle stages or deal pipelines.

Please note: the following functionality is currently in beta. To access the beta a super admin in the account needs to navigate to the funnel builder and click Get early access to the new funnel builder in the bottom left. Learn more about opting into betas.

Create a report

You can create a report from a template, organized by business area and data type, or from scratch.

Template report library

HubSpot’s report templates make it easy to track key metrics without starting from scratch. Browse a curated library of standard reports covering everything from website performance to sales insights.

1. In your HubSpot account, navigate to Reporting > Reports.
2. Click Create report at the top right.
3. In the left sidebar menu, select Template report library.
4. Click Next.
5. Use the search bar to find templates using the keyword Funnel.
6. Filter displayed templates by clicking the Data Sources and Visualization dropdown menus. 
7. Select the template you want to use.
8. In the dialog box, review the report. If you would like to customize the report visualization further, click Customize. Learn more about configuring the report.
9. Once done, click Save report.

AI-generated report

Use Breeze AI to generate single object reports using new and existing prompts.

1. In your HubSpot account, navigate to Reporting > Reports.
2. Click Create report at the top right.
3. In the left sidebar menu, select AI-generated report.
4. In the Describe your report textbox, type details such as objects, filters, or timelines you want included in your Attribution report. For example: "What is the contact lifecycle stage funnel with contact totals and conversion rates?"
5. Alternatively, in the Try using an existing prompt section, you can select a prompt card to paste into the textbox above. 
6. Click Generate report.
7. Review the report. If you would like to customize the report visualization further, click Customize. Learn more about configuring the report.
8. Once done, click Save report.

Attribution report custom builder

The Attribution custom report builder offers flexibility and customization. You can analyze multiple data sources or datasets across HubSpot, including object and event data.

1. In your HubSpot account, navigate to Reporting > Reports.
2. Click Create report at the top right.
3. In the left sidebar menu, click Funnel report.
4. Click Next.
5. Select a data source.
   • Contacts: measures how contacts are moving through their respective lifecycle stages.
   • Companies: measures how companies are moving through their respective lifecycle stages.
   • Deals: measures how deals are moving through their respective deal stages.
6. Click the First stage event dropdown menu to select the event you want to begin in the journey.
7. Click Next.
8. Learn more about configuring the report below.

Configure the report

In the left sidebar, configure any of the following:

• In the left panel, click Add new stage.
• In the Stage pop-up box, select the events you want to include in that stage. Then click Save.
• To make a stage optional, hover over the stage, and select edit Edit stage. In the pop-up box, click the Optional checkbox in the top right. Then, click Save. A contact, company, or deal will not have to go through that specific stage in order to continue along the funnel report. If a contact, company, or deal makes it to the last stage, they will be included in the total conversion rate. The first and last stage cannot be made optional.
• When you have finished configuring your stage, in the top right, click Run report to display your data in the right panel. Use the filters at the top to filter your data:
  • Contacts (Contacts data source): view all contacts or filter by contact lists and properties.
  • Companies (Company data source): view all companies or filter by company lists and properties.
  • Deals (Deals data source): view all deals or filter by deal lists and properties (e.g. Amount).
  • Date range: the dates the activities occurred. 

Please note: the date range filter will filter data in the report by the date of the activity (touchpoints or events) not the date when the contact or deal was created. For example, if a funnel report has Stage 1: Discovery, Stage 2 : Closed won and the date range is last 90 days, a deal that was created 6 months ago would appear in the funnel report if it went through both of these stages in the past 90 days.